Boots plots No7 range overhaul
By Miranda Fitzgerald, marketingmagazine.co.uk, Tuesday, 27 January 2009 03:10PM
LONDON - Boots has entered the early stages of a major relaunch of No7, the UK's biggest cosmetics and skincare brand.
The revamp will be rolled out across all aspects of the brand, including the product offering, packaging and positioning. The retail chain has begun customer research, but does not plan to carry out the overhaul until 2012.
Boots' own-brand make-up offering, which includes No7, 17 and Natural Collection, is under pressure from L'Oreal, the UK's second-biggest cosmetics manufacturer.
Since 2006, L'Oreal, which owns L'Oreal Paris and Maybelline, has increased its share of the UK market by 7.2% more than Boots, according to Mintel.
Last week, Boots announced that it had hired Julie Davidson as brand director for No7.
Davidson, who will take up the post in March, joins from Lastminute.com, where she was UK marketing director. She has also worked at L'Oreal, where for four years she was marketing director for Garnier and Maybelline, and responsible for all the brands' UK agency relationships.
'There are no plans to relaunch the No7 range in the near future. However, we continually review our ranges and products,' said a Boots spokeswoman.
Boots last relaunched the 73-year-old brand in 2005 with a revamped logo and packaging and a wider range.
In March 2008, it was revealed that Boots was planning a global promotional strategy to establish its No7 Protect & Perfect Beauty Serum as an internationally recognised brand.
The anti-ageing cream became Boots' fastest-selling product, with sales up 163% year on year, after an appearance in an edition of BBC Two's Horizon programme.
This article was first published on marketingmagazine.co.uk
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Media Planner / Buyer - DRTV & Brand Response TV ADLIB £24k - £28k + Bonus, North Somerset
- Content Manager Mortimer Spinks £22000 - £29000 per annum + + Excellent Benefits , Rugby
- Senior Integrated Project Manager Premier Media £45000 - £65000 per annum + Benefits, London
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood
- Publicis Groupe extends deadline for Sapient deal again
- Lidstone exits Havas amid restructure